The Use of eCommerce and Mobile Technology by Gen Y

BY Rachel Cagle
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Members of Generation Y (29- to 38-​year-​olds) are just as much, if not more, excited about the use of ecommerce and mobile technology than the younger generations, according to recent research from GfK! In its recent study, GfK refers to adults between the ages of 19 and 28 as members of Generation Z. It also says that Gen Y is still the generation of consumers that enjoys shopping on smartphones the most in the entire country, even when up against Gen Z.

Gen Y's Use of eCommerce and Mobile Technology

In fact, within the last six months, 73% of Gen Y members used a smartphone to do some online shopping. That excitement for online shopping isn't shared to the same extent by older generations, though. The percentage only gets lower as the population ages. 59% of consumers between the ages of 39 and 53 shopped online via mobile device within the last six months, followed by only 33% of consumers ranging from 54- to 72-years-old. 

The use of ecommerce and mobile technology among Gen Y members doesn't stop at smartphones. The study also found that 35% of Gen Y used tablets to shop online in within the last six months.

It’s not just mobile shopping this generation is excited about. Mobile payments are also highly valued by this generation when it comes to the use of ecommerce and mobile technology. 48% of Gen Y members prefer to pay for their purchases using their mobile devices. Why is that? Because, compared to other payment methods, this generation believes that, compared to traditional methods of payment, mobile payments are:

  • Faster: 58%
  • Easier: 58%
  • More efficient: 57%

This enthusiasm doesn’t come without a touch of concern, though. The security of personal information when using mobile payments is an aspect that 59% of this generation is worried about.

Generation Y is more commonly known to the public as “millennials.” These consumers not only love shopping on their mobile devices, they are 35% more likely than other adults to find advertising on their mobile apps useful. This is according to recent data from AudienceSCAN on AdMall by SalesFuel. Retailers who utilize m‑commerce can advertise their product offerings, as well as the safety of their online payment systems, to this generation through mobile ads. For more information on effective advertising for this generations, as well as future purchase intent, head to their audience profile in AudienceSCAN. Then report your findings to your m‑commerce retailer clients!